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Sonos is a leading American audio technology company that is best known for pioneering wireless multi-room audio systems, which make it easy for listeners to stream music and other content throughout their homes. The company continues to innovate, creating wireless speakers, home theatre systems, headphones, architectural components, and integrated home audio solutions that revolutionise how people listen and connect to sound.

Running a successful retail store is all about attention to detail. You know that each aspect of your space, from product packaging to display setups to the sound system, contributes to the overall experience of the customer. These details establish a connection between your brand and customers, encouraging them to spend more time in your space and pushing them toward that final purchase.

Music is central to that retail experience. This is because the first thing your customers experience when walking into your space isn’t the product or service; it’s the atmosphere you’re trying to establish: the sights, smells, and sounds. And the music you play has a major impact on how customers think, feel, and behave.

Our Brilliant Sound Survey, which gathered information from over 12,000 listeners across 12 countries, found that 

music impacts people in the following ways

74% see reduced levels of stress when they listen to music.

52% feel happier when listening to a favorite song.

82% believe great-sounding music makes parties more fun.

If people are able to derive these benefits from listening to music on their own time, why not give them a similar experience when they shop and — in the process — anchor those positive experiences to your brand?

A retail store sound system helps you do just that.

A photo of two people in a clothing store, holding a lively discussion while shopping

A photo of a technician on a ladder installing a speaker at a retail store

First things first: what do you need for a retail store music system?

The first thing that comes to mind in any discussion centered on playing music is the speaker system. But a high-quality business sound system actually has three main components: speakers, commercially-licensed music, and an app for central control.

Let’s take a look at each of these pieces.

The quality of your retail sound experience is determined completely by the speakers that the music is played on and how you set them up throughout your space. That means there’s a lot to consider during the selection process.

Because retail spaces tend to be much bigger than the typical residential living room, you will likely need a larger speaker. 

 can distribute high-quality sound throughout a large area, providing even the biggest retail stores with clear stereo sound.

Besides audio quality, you also need to consider the visual impact that large speakers may have on the aesthetics of your space. Choosing in-wall or in-ceiling speakers will allow your sound experience to blend seamlessly into the room.

Choosing the type of music you’ll play in your retail space is a pivotal aspect of the overall shopping experience for customers, which makes sense — you are playing it for them, after all.

The genres, artists, and songs that you choose can set and elevate the ambiance of your shop — provided you put in the work to find the right music, of course. In addition to strengthening your brand, the right use of music in retail spaces has been shown to 

But before you find the right playlist or catalog, it’s important that you understand the difference between playing music in your home and playing it in your store. Generally, playing music in your business requires a license.

 that offers a catalog of pre-licensed music. This way, you can play music stress-free, focus on running your business, and ensure that your favorite artists are fairly compensated for their music.

A system that lets you remotely manage and control everything, from the music you play to the volume and bass level, is the secret ingredient to the sound system for your retail business. Crafting the perfect retail store music experience is about achieving harmony between your music and the speakers it’s played over.

Many business owners are so focused on one or the other that they forget to fine-tune the whole experience — a central app provides an easy solution. Plus, it frees up your staff’s time to focus on the most crucial aspects of your retail operation – product presentation, assisting customers, and generating sales.

A photo of four Sonos Pro Era 100 speakers

A photo of a person relaxing on a sofa and interacting with a mobile device, with logos for many sound system apps overlaid on the photo

How to set up a sound system for your retail business

Now you know there’s more to setting up a sound system for your business than placing a few speakers and pressing play on your favorite streaming app. The next question is finding the right speakers, music catalog, and control system for your business.

From identifying your brand sound and mapping your store layout to buying the necessary hardware and commercially licensed music, several steps are involved. Now let’s look at exactly what you need to do.

As you know, music serves as an effective medium for building a positive emotional connection between your customers and your brand. Understanding your audience is crucial to selecting the tunes that drive those connections. By understanding the demographics, habits, and preferences of your top customers, you can identify the genres that will suit them best.

Identify your brand sound

A younger audience might prefer buying shoes and apparel from a store that plays trending genres and exhibits an understanding of the current culture. On the other hand, the people who frequent an independent bookstore may appreciate quieter, alternative songs as they browse for their next read.

In both cases, the type of retail store music elevates the shopping experience and helps establish an emotional connection between brand and customer.

The floor plan of your store will largely dictate the layout of your business’s sound system. You’ll also need to factor the acoustics of your space into speaker placement, so customers can enjoy a consistent music experience whether they are inside or outside your business.

Map your sound system layout

During this planning process, you should determine whether you need standalone speakers or architectural speakers that won’t visibly distract from your set-up. Depending on the layout, you may prefer to use 

Another thing to consider is the electrical infrastructure of your building —  which can impact speaker placement, quality, and longevity. You can take the easy route by installing high-quality plug-in speakers and avoiding the complex wiring of architectural hardware.

Engaging brand sounds are built on the back of high-quality audio, so choosing the right speakers is key to your retail experience. Depending on the size and nature of your business, factors like the number of speakers, their placement, and your space’s electrical layout will impact the buying decision.

Get the right hardware for your space

When it comes time for the actual installation of your business’s sound system, there are some additional things to consider. For example, some retail sound system services can even 

 in your area, so you don’t need to spend additional time sourcing the right pros.

With all the hardware in place, it’s time to find the perfect music for your retail business. You’ve done the research and know the genre, tempo, and volume that resonates with your customers  — now it’s time to find the right music streaming service for your business.

Find your music streaming solution

As previously mentioned, creating a brand sound in your store requires commercially licensed music. Commercial streaming services like Sonos Backgrounds provide a catalog of pre-licensed music, with curated stations to match any retail environment. All you need to do is hit play.

A photo of a person in a retail store inspecting clothing items, a 3D rendering of a retail store layout, and a screenshot of the Sonos Pro Dashboard software

Three tips for providing the ultimate sound experience with your business sound system

Even if you follow each of the preceding steps to a tee, issues can still arise with your retail business sound system. Here are a few tips you can use to make sure you minimize hiccups and provide a consistent, quality sound experience.

 offer more flexibility because they don’t need to be hardwired or connected directly to an ethernet cable or modem. WiFi connectivity gives you the freedom to move the pieces of your retail sound system until you achieve the desired effect. No more restricting placement based on proximity to your internet connection — if there’s a power source nearby, you can make it work.

Cut the hassle with WiFi speakers

Plus, if you plan on growing your business in the future, you can quickly and easily add more speakers to meet your changing needs while creating a consistent, cross-location sound experience.

As your business grows, your sound system should, too. Whether you’re physically expanding a single location or opening multiple new spaces, you want a sound system that can accommodate new speakers. Not only are WiFi speakers hassle-free, but you can easily add them to your system to meet the changing needs of your business.

Prioritize the scalability of your sound system

Running a retail store means you and your staff are constantly juggling multiple responsibilities. A sound system that allows you to control all music, volume, and other settings from any mobile device will save you valuable time and ensure consistent sound experiences at all times.

Find a solution that gives you control — from anywhere

A photo from inside a stylish and modern clothing retail store of a clean downtown city street outside

Amplify your retail music experience with Sonos Pro

Setting up a sound system for your business can seem like a complex task, but Sonos Pro makes it simple. After 

, Sonos now has a service that gives businesses the three essential pieces of any business sound system — the hardware, the music, and the app to control them both.

As a one-stop solution for a tailored, impactful, and hassle-free retail sound experience, here’s what Sonos Pro delivers:

Remote monitoring and management: Ensure consistency in your sound experiences by monitoring and adjusting volume, music, and other sound settings from anywhere with the Sonos Pro dashboard.

Music and control that work for you: Select from a catalog of 

 to find the music that fits your brand identity, creates the desired atmosphere, and resonates with your customers.

Premium product support: Access a success manager or team of Sonos product specialists to minimize downtime and provide an uninterrupted shopping experience for your customers.

Unrivaled sound experience: Amplify your business’s potential with best-in-class sound quality from Sonos speakers and offer customers an unforgettable shopping experience that keeps them coming back.

Remember, music is not just sound; it’s an integral part of your brand’s retail experience. 

*Sonos Pro is only available in certain territories.

A photo of a child in a clothing store, as viewed from over the shoulder of a member of staff as she interacts with an app on a tablet device

How To Set Up a Music System in Your Retail Store

When people meet up with family and friends at a restaurant, what is it they’re looking for? The immediate and obvious answer, of course, is a quality meal – food that satisfies the taste buds.

But, as any great chef and restaurateur will tell you, all five senses play into the quality of a meal. Customers appreciate the aroma of your food as it cooks and take in the aesthetics of your design scheme and lighting. While you likely work hard to control the other four senses, it’s the sound of your restaurant — the music and atmosphere — that truly gives customers that quality dining experience they’re looking for.

Music plays a vital role in shaping customer perceptions and experiences, from how long they stay to what they order, to how they perceive your restaurant, all of which ultimately influences whether they return. With this in mind, let’s go over everything you need to know about finding and playing the right music for your restaurant.

Background music for restaurants — the unsung hero of culinary experiences

When talking about the ideal dinner party experience, Jennifer Aniston once said, “My best hostess tip is to have good food and really good music.” It turns out she’s not alone in that sentiment.

In a TouchBistro survey of 2,600 diners, 

 said restaurant atmosphere is a crucial factor in their choice of where to dine. This preference outweighs factors like recommendations from friends and family, online reviews, and even the speed of service.

Interestingly, these same respondents aren’t nearly as interested in the presence of a DJ or live music, signaling that background music is much more important to the restaurant experience. Ambiance is the key to crafting an engaging and inviting atmosphere.

A closeup photo of some shelves in a restaurant, with various restaurant paraphernalia

A photo of two people in a restaurant holding a discussion over a tablet device

How restaurant music keeps customers and drives purchases

Restaurant music serves a greater purpose than merely eliminating silence or distracting from stale conversation; it significantly influences the mood of restaurant patrons. It plays a key role in customer perception, behavior, and purchase decisions.

And, with the National Restaurant Association projecting that the food service industry will reach just shy of 

 this year, you have an amazing opportunity to build up your base of loyal patrons. The music you select for your restaurant is key to creating memorable experiences that keep them coming back.

Understanding the importance of music in restaurants

Music impacts various aspects of perception and behavior, many of which are relevant to the experience of your diners. Here’s how the driving force behind your brand’s sound experience can influence the mood, thoughts, and behavior of your patrons.

Music has a significant influence on mood regulation. The type of music played in a restaurant can shape the overall mood of the diners, influencing how they feel and any emotional connection they establish with your restaurant.

, explains just how impactful the right sound can be for customer experiences.

“Music has the extraordinary effect of setting the mood,” said Stern.

“At Chaia, we like to help set the stage for our guests by inviting them into our spaces with warmth and hospitality. Good music can make them smile.”

By controlling the volume, tempo, and genre, you can create an emotional experience that matches your brand. Slower, softer music can induce a sense of calm and relaxation, which could make customers stay longer and increase the amount they order. On the other hand, faster, upbeat music can make the environment feel lively and energetic, which can potentially speed up the dining process and lead to quicker table turnover.

. So, if customers are in a bad mood, the right playlist can help to uplift their spirits and create a positive dining experience.

If you’ve ever had difficulty remembering a special or deciding on your order in a loud restaurant, you’ve experienced the impact of sound on your thought processing. This means the music you play in your restaurant has a major impact on customers.

For instance, low-volume ambient music can enhance the dining experience by stimulating the other four senses without being distracting. On the other hand, excessively loud music can impair mental decision-making, which can result in a less-enjoyable experience for the customers. After all, no one wants to battle music while they try to order an appetizer.

The choice of music can also impact how customers perceive the menu and the food. For example, classical music can create an impression of sophistication and quality, influencing customers to associate the food with higher quality.

Experts find that music can even help patrons 

view culturally-specific restaurants as more authentic

. When diners hear the traditional music that’s associated with the cuisine they’re consuming, the entire experience feels more genuine, and can increase their likelihood of revisiting.

A photo of a bartender at work in a restaurant, looking at something on a mobile device

The right kind of music can foster a sense of shared environment that encourages conversation and social interaction.

A restaurant playing familiar pop songs might spur discussions about music among diners, and even enhance the social experience with some singing. Conversely, experimental or intrusive music can hinder conversation and create an unsettling, antisocial atmosphere.

Music can also influence behavior. More formal or quiet music might signal diners to speak softly, while louder, more energetic music could encourage a more vibrant atmosphere.

There’s a reason why coffee shops are known for eclectic jazz and bossa nova, while fine-dining establishments opt for classical: the music a restaurant plays — the genre, tempo, and volume — can significantly affect customer feelings, thoughts, and behavior in the ways mentioned above.

The type and mix of music you play in your restaurant has a major impact on the experience of your diners and the type of crowd you consistently draw. Different music genres cater to different demographics and set different moods, influencing customer behavior on the individual and group levels. For example, loud rock and alternative music is often used to draw in the lively crowds you see at a pub or bar.

Like genre, the pace of your restaurant music also impacts the dining experience. Fast-tempo music encourages customers to finish their meal at a faster rate, freeing up tables for more customers. Playing this type of music is great for quick-service restaurants and pop-up stands that rely on volume and turnover. Alternatively, slow-tempo music encourages patrons to relax, stay longer, and potentially order more food or drinks–perfect for places that rely on higher average-order values.

Naturally, volume is one of the most important aspects of your restaurant’s sound experience. Loud music can create an invigorating atmosphere that stimulates drink sales, while soft music can foster a tranquil environment, enhancing the dining experience. There’s a fine line to walk with restaurant music volume; go too far in either direction and you can distract from, and even ruin, an otherwise great meal.

A photo of two people in a restaurant holding a discussion over a tablet device, a 3D rendering of a restaurant layout, and a screenshot of the Sonos Pro Dashboard software

How to create a high-quality restaurant music experience

Creating a remarkable music experience in your restaurant, one that will make an impression on your patrons and help amplify your brand, requires a lot of thought and attention to detail.

In particular, delivering a high-quality sound experience for your restaurant requires three core components: hardware, music, and control.

The quality of the sound experience in your restaurant is directly dependent on the speakers it plays on. Even the perfect playlist won’t have the intended effect if it’s delivered on a low-quality speaker.

Hardware

Thoughtful placement of these components throughout your restaurant  is necessary to ensure perfect acoustics and the right ambiance. Then, you need to consider how you’ll connect all your speakers to a central system, so you can deliver your restaurant music at the same volume, bass, and stereo separation. Speakers with WiFi connectivity are easy to control, helping you provide a consistent sound experience and make adjustments as necessary.

 with superior audio quality will help you fill your space with consistent sound.

After mapping your spatial layout and choosing your high-quality speakers, the next step is curating the music to align with your restaurant’s food, ambiance, and brand. Will you stick with a consistent mix and genre throughout the day, or will the sound change over time to match the shifting demographic? An early dinner seating will likely need a more relaxed, family-friendly playlist, while the night crowd may want a more energetic experience.

Music

But before you find your brand sound, it’s important to remember that streaming music in your restaurant is different than streaming at home. Playing music in your business requires commercially-licensed music.

Your best option? Use a commercial music streaming service that offers a  catalog of pre-licensed music. This way you can play music worry-free and focus on delivering the best customer experience possible.

Most restaurants already have a solution for their hardware and streaming needs, but they overlook one of the most important aspects of restaurant sound experiences: a control system.

Control

Managing sound within a single location is difficult enough — that complexity compounds as you add multiple locations. What if you’re already using one brand of speakers at your flagship location but found a better product for your latest one? How are you going to ensure that each speaker is playing the same music at the same volume?

You also need to keep your employees in mind. They need to be focused on taking orders, serving food and drinks, and clearing tables, not running back and forth to adjust the music. Plus, you want to make sure that you have control over who has access to your sound system.

With the right hardware and software systems, you can centralize control of music, volume, and access across multiple speakers and locations from a single tablet or mobile device.  This can significantly enhance your restaurant’s music experience. This type of comprehensive system control is the differentiator between a good or a great sound experience.

A photo of a member of staff working in a restaurant, inspecting something on a tablet device

Choosing the right sound solution for your restaurant music needs

Providing a consistent brand sound requires more than just a music streaming service. It also demands the integration of high-quality hardware with a tool for precise, centralized control.

When selecting the sound solution that will handle all the music for your restaurant, here’s what you need to prioritize:

Remote monitoring and management systems give you a high-level view of the music playing across multiple locations, so you can keep the sound consistent as your restaurant brand grows.

Ambience is key to retaining customers. Inconsistent sound experiences across different locations or even in the same location at different times can be jarring for customers.

With remote monitoring and management capabilities for your restaurant, you can easily ensure the consistency of your sound experiences. This means you can centrally control the volume, music, and other settings from anywhere, ensuring that your customers always receive the same high-quality, enjoyable sound experience whenever and wherever they dine with you.

The type of music played in your restaurant can significantly influence your brand image and the overall dining experience.

Finding a streaming service with a large catalog of pre-licensed music gives you the freedom to curate your brand image, establish the desired atmosphere, and create experiences that truly resonate with your customers. You can even tailor the music depending on the time of day or the season, ensuring that the atmosphere always fits the mood.

Once you’ve found the right music, you also want to have customizable control over who can access the system and what they can do. This helps you empower your staff to manage the music, while also ensuring they stay within the bounds you establish.

In a bustling restaurant environment, you need assurance that if there’s a hiccup with your sound system, help is readily available.

Complete sound solutions provide premium product support, giving you a direct line to your success manager and to on-demand resources. With access to a product specialist, you can quickly troubleshoot and resolve any issues, minimizing downtime and ensuring that the quality of your restaurant’s atmosphere is not interrupted.

The sound quality of your music significantly impacts the dining experience. Poor sound quality from budget speakers can distract from the overall experience, while high-quality sound from a reputable brand enhances it.

With a premium speaker system, you’re investing in best-in-class sound quality that can truly amplify your business’s potential and give customers a memorable experience that keeps them coming back.

A photo of a bar at a stylish restaurant, with a TV and speakers behind the bar for customers to enjoy

Create memorable restaurant experiences with Sonos Pro

Sonos is extending its industry-leading speaker technology to the business world. Sonos Pro equips restaurateurs with a comprehensive package, offering  hardware, music, and control required to create outstanding experiences across all locations.

This comprehensive sound solution is a powerful tool for restaurants, providing seamless control over the sound experience, a versatile music library, reliable product support, and exceptional sound quality; all these elements contribute to a memorable dining experience that encourages customers to keep returning again and again.

 today and begin the process of transforming your restaurant into a place that’s not just about eating, but also about creating unforgettable memories.

A photo of friends and family gathering and socializing in a restaurant

How Restaurants Can Use Music to Increase Customer Retention

Imagine a haunted house: cobwebs in every corner. Creaking doors and sudden screams. Oh, and creepy music — be it from an organ played by invisible hands or a spooky playlist. If you plan to haunt your home, you’ll need songs and sounds to transform it into something scary. Read on for inspiration.

Closeup of a black Sonos Move 2 in front of Halloween skeleton decorations

Closeup of a black Sonos Move 2 in a tree

A Halloween gathering calls for a different kind of party prep. Your relaxing playlist won’t do for this rave-up. Instead, you’ll want something spookier: think creaking doors, rattling hardware, and gusting wind, as if every window in the house has been shattered. You can stream these sounds from a speaker. But to take it up a notch, get creative with your audio placement. Your guests might anticipate these traditional Halloween sounds to come from the usual places, like the speakers near the TV or in the snug. To create suspense, find a few hiding spots for your speakers to live. Conceal 

 inside a hollow tree. The sound of a blood-curdling scream in the living room is already scary. Now imagine that scream coming from a closet.

Here’s a Spotify playlist of sounds we created to help you unnerve and petrify your guests.

Infuse terror into your home by filling different rooms with a horror film soundtrack. For the bathroom, try Bernard Hermann’s ‘The Murder’ from the infamous shower scene in Alfred Hitchcock’s 

. In the kitchen, play ‘Goldberg Variations’ from 

 while offering a spread of fava bean hummus. And accompany each walk down your hallway with sounds from 

. To add a little drama to the listening experience, stream the story through Arc — its immersive spatial audio experience will bring each narrative’s creepiest moments to life for your guests. To get you started, we crafted a playlist of soundtrack highlights from the best in horror cinema.

A black Sonos Move 2 being carried across a patio with Halloween decor in the background

Don’t underestimate the written word’s power to frighten people. Classics like 

are made scarier by people’s own imaginations.Take advantage of that, and allow your guests’ minds to do the heavy lifting for you. Dedicate one room in your home to playing audio versions of the stories that have been keeping people up at night for centuries. If your guests leave with nightmares, you have done your job.

This Spotify playlist covers everything from Edgar Allan Poe’s ‘The Raven’ to a reading of 

Your playlists are building tension among your guests — people are unnerved by the noises coming from the attic, and their minds are spinning with the content of the ghoulish stories they’ve heard. You’ll want to give them the chance to let their hair down, preferably under the light of the moon. Grab 

 and head outside to end the night on a dramatic note with a playlist of our favourite goth jams from the 80s and 90s, including Bauhaus, Sisters of Mercy, the Cure, and more. Dance and howl at the moon with your guests — there’s no other way to end this night that’s more fitting.

A black Sonos Move 2 next to Halloween pumpkins and skeletons

Whether you’ve spent all month transforming your home into something out of a nightmare or just want to set the right mood for trick-or-treaters, these playlists on your Sonos system will make sure to put the boogie in boogeyman.

A blurry Sonos Move in black behind a spiderweb

4 Ways to Haunt Your House with Sound

Guest Writer

We know you’re always moving — through early morning workouts, your latest project on the house, and backyard barbecues. You’re heading to the mountains before the sun is awake or hosting a cocktail party late into the evening. To match your pace, we wanted to create a product that reflects your lifestyle. Move 2 is as portable as its predecessor, now with double the battery life, a refreshed acoustic architecture for spacious stereo sound, colours that blend with your indoor and outdoor space, and a durable design that can stand up to the day ahead. 

Whether you’re brand-new to Sonos or a long-time owner, the ‘Essential Guide’ series is for you. If Move 2 is your first Sonos speaker, start from the beginning. We’ll take you through the entire Sonos journey step by step, from setting up your speaker to some of the more advanced features possible when you group Move 2 with the rest of your system. If you’re a long-time Sonos owner, feel free to look around. Hopefully you’ll learn a little something about how Move 2 works and how it differs from other speakers in the Sonos system. Ready? Let’s get into it.

Move 2 belongs to all the places you do, whether that’s in your kitchen as you bob your head to a beat while preparing the night’s dinner or at a park where you and your friends are kicking back to the vocals of SZA. That’s why this speaker comes in three shades — an earthy olive, minimalist white, and classic black — that look just as good on your nightstand or hall table as they do on your picnic blanket or garage worktop. Choose the one that speaks to you. Or, you know, the one that complements your couch or lawn chairs.

Image of three Sonos Move 2 speakers, one Olive, one black, one white, side-by-side on a grey background

Choosing your favourite playlist may be hard but setting up your speaker shouldn’t be.

To start, you’ll need to connect Move 2 to WiFi using the Sonos app. You’ll know your speaker is ready to be set up when you hear a chime and see the status light flash green. From here, the app-guided instructions will help with the rest. Once up and running, your speaker will tune itself using Automatic Trueplay™ (more on that later).

Choose a song, adjust the volume, and group speakers all from the Sonos app. All the content and Sonos features you love live here.

Did we mention there’s free music, too? Access expertly curated stations, original shows, and thousands of live broadcast stations from around the world on Sonos Radio. Throw on Backyard Barbecue when you’re grilling with friends. Get lost in the classic ballads of Rock Road Trip as you chip away at home chores. Or settle into some much needed solo time with Chill Beats. Whatever the day brings, Sonos Radio has music to suit your mood.

You can preview stations and original shows 

Image from above of an Olive Sonos Move 2 on a kitchen table with arts and crafts supplies

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4 Ways to Haunt Your House with Sound

The Essential Guide to Move 2

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